Justin Bieber on His New Fragrance: 'It Will Unlock a Personal Side of Me'

So, what exactly does the key dangling off the bottle of Justin Bieber’s newest fragrance (named The Key) open? No, not the singer’s home or trailer. But don’t despair, Beliebers! You’ll be glad to hear this key will grant you access to the singer’s heart. Well, sort of.

“[The Key] will unlock a personal side of me they’ve never seen before,” Bieber tells PEOPLE exclusively, “bringing us closer than ever.” Aaand, cue the mile-long lines of fans waiting to snatch up a bottle of this stuff.

“I always want my fragrances to send an uplifting and positive message,” the superstar explains of his third scent. “It’s an amazing way to connect with my fans.”

He explained that the imagery of the bottle represents something important to him: “The Key means a lot to me as a powerful symbol to believe, and this new fragrance is my message to my fans to always believe in their dreams.”
Both the scent and the packaging feel decidedly more grown-up compared to Bieber’s first two scents, Someday and Girlfriend. Housed in a modern white lacquer bottle featuring edgy gold hardware (and, of course, that key charm), the perfume is a fruity floral musk with notes of vanilla.

Whether you just want to smell good or you’re looking to get closer to JB, check out Bieber’s tweet, below, and pick up the perfume in department stores nationwide this July.